Advertising 101: Reaching Your Audience Through Paid Tactics

Advertising is a way to get in front of your ideal audience. The opportunities have expanded with the existence and continuing innovation of the Internet. Whether your company provides a product or service, there is a chance to drawn in new customers. Like most marketing efforts, you’ll need to dig down and decide what could work best for your company. The main areas of advertising are TV, print, digital, social, billboard and radio. Let’s explore these areas more. (This post won’t feature advertising with bloggers.)

A few notes about advertising:

  • Your company will be in charge of creating the ad or an advertiser may provide the option of creating it for an extra fee.
  • Sponsored ads for digital and social will be clearly marked as an ad.
  • Digital and social ads have the ability to target specific criteria about your demographic, such as location, age, and interests. These ads are considered the best on return because you can get clear analytics about how many people clicked on your ad, who looked at your ad, etc.
  • What are you advertising? Is it a limited-time offer or a brand awareness campaign?


This is one you probably have the most experience with, though it may be with big brands. The ad cost will depend on when it will run and for how long (length of the commercial and showing for how many months).


These will be ads in magazines, newspapers, event programs, and any other printed item. The ad cost depends on the size and how many issues it’s in.


You’ve seen them! You’ll be able to choose the exact boards to place them on.


You’ve heard them! This could include handing over a recording you produce or having an on-air talent pre-record the script you want.


These are ads you see on the Internet. They are banners, pop-ups, advertorials and sponsored content. These ads vary by pricing. A website could bundle the ad sizes into a package.

The term ‘PPC’ means pay per click. The term ‘CPM’ stands for cost per thousand. With a paid search campaign, you would pick keywords related to your business. Every time someone searches for one of those keywords, your ad will pop up. In most cases, you will pay per click, meaning you will only pay if your ad is clicked on. If your campaign is CPM, you will pay when your ad appears and your ad campaign would have decided on a rate, like 100,000 impressions at $5 CPM. I recommend PPC for clearer results!

If you visit an e-commerce website, they may have cookies attached so that their products will follow you in an ad around the Internet. This type of digital advertising is called re-marketing.

If you’re on a news website reading an article and see SPONSORED in the headline or top section of the article, it means the article is an advertorial. A company has paid the website to write interesting and valuable content featuring information about their company.

Display ads include all the box ads you see on a webpage.


Social ads are ones you see on a social media platform. “Sponsored posts” in your news feed will be marked. You can easily set these up through the social media website you want to advertise on. You’re able to set budgets per day, week, or month, and the ad will run until the budget has been exhausted. These ads are also monitored by PPC.


Should Your Company Advertise?

  • If you want to reach your audience quickly and you have the budget to do so, digital and social ads are the way to go.
  • If you have time, try building your company through public relations, marketing and social media.
  • What are your competitors doing?
  • Think about where your ideal audience is. What magazines are they reading? What websites do they visit? Which social platforms do they visit most often?

Out of all of these advertising methods, I’ve found that social and digital gave the best results, especially when it involved a special offer. I love analytics, so the statistics you receive are interesting also! Deciding on advertising requires looking at your marketing efforts as a whole and the nature of your company. I hope this gave you a better understanding about your options. As always, leave or send a message if you have more questions!